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How do we qualify an expert? If we reference a dictionary, then an expert is, “one with the special skill or knowledge representing mastery of a particular subject.” It stands to reason that many of the organizations represented by public relations firms seek ways to have their spokespersons stand out as experts in a given field. As a PR professional, how is it possible to help them become positioned as an expert?
One of the most commonly missed opportunities in this effort is diversification among media platforms. There are many avenues at your disposal in helping position your client as an expert. For a marketing or public relations professional, this looks and sounds very similar to branding. Immense value is added to a client’s brand when you have helped them define their skill or knowledge as an expert, then employ a diverse range of media opportunities to help disseminate their message.
Here are the top 4 steps in expert positioning.
Create Original Content
Help your client’s organization by developing original content. Original content does not necessarily mean never before seen or heard ideas. It is about taking an idea and shaping it–delivering it through a unique ethos or perspective. Embellishing the content by using graphics and brochures can be a visually appealing way to deliver it in a fast-moving market. Broadcast radio is another way to distribute original content in the realm of news or entertainment. Radio stations are always in need of relevant content and have the ability to reach your client’s target audience along with social or print media. Broadcast radio remains one of the most strategic, far-reaching methods of capturing an audience. At MediaTracks we have the ability to reach 6.5 million listeners on over 1,200 stations across the country in a single week.
Educate and Teach
Position your client above the rest by taking their expertise directly to their target audience through creating valuable resources that impart knowledge or a skill. A teaching platform can be very powerful in positioning a client as an expert. Make printable resources, blog posts, streaming video, and controlled media including Audio News Releases (ANR’s) to position them as knowledgeable and trusted. An ANR (sometimes called a Radio News Release or RNR), is a thirty or sixty second produced audio news or feature segment about a product, service, company, or brand that can be earned or paid. It can be distributed via individual radio stations, as well as syndicated programs and networks. The most valuable aspect of a paid ANR is its guaranteed placement, even among the most distinct audiences. Another option to consider is a podcast or blog. Both are very effective tools for educating, informing, and sharing original content and ideas.
Use a Targeted Approach
If the saying is true that a person can be a “jack of all trades, master of none,” the same may be true with attempts to reach a targeted audience. If using an earned media tactic, avoid diluting your message by pitching it too widely. Targeted audiences are more able than ever to be reached through radio and TV thanks to current analytics, provided by Nielsen. Non-profit organizations can harness the power of Public Service Announcements (PSA’s). PSA’s are community-oriented messages that take advantage of a highly-engaged audience in a targeted medium like radio or television. PSAs can effectively reach the geographic areas and demographic groups in the United States important to your campaign. Best of all, the airtime contributed by radio and TV stations is free for reflecting your non-profit mission.
Get Your Client Talking
Trust and expertise are essential when positioning an organization as having mastery of a subject. Radio Media Tours (RMT’s) are an excellent use of your spokesperson for delivering a message to either a targeted or mass audience. A Radio Media Tour can typically deliver 10-20 pre-scheduled interviews to optimize radio exposure for your message. Appearing as a guest on a podcast is also a great way to deliver your intended message. RMT’s and podcasts are both services that MediaTracks provides for our professional clients. As audio specialists, we work with you to ensure the messaging appeals to the intended audience. For RMTs, we’ll do everything from writing the media alert to booking and producing the tour. Our podcast services include scriptwriting, hosting, voiceover talent, high-quality producing/editing, and placing the content onto some of the biggest podcast platforms including: Apple Podcasts, Google Podcasts, Spotify, and more.
According to Nielsen, 92% of all Americans 18 and older, listen to broadcast radio each week, a number that has stayed steady even with the recent pandemic. However, broadcast media is often under-utilized by marketing and public relations professionals. Here at MediaTracks we’ve been assisting public relation strategists by crafting, targeting, producing, and placing high-quality broadcast media content for their clients for over 30 years.
To learn more about how MediaTracks helps PR professionals position their clients’ messaging and content in broadcast media, please contact us at [email protected] or call 847-299-9500.